TCEB Launches The Southern MICE District: Phuket Series to Elevate Thailand's MICE Industry with 3S Strategy

Siam International News (Admin)
Feb 26
3 min read

Updated: Feb 28

The Thailand Convention and Exhibition Bureau (TCEB) has introduced The Southern MICE District: Phuket Series, a pioneering initiative aimed at positioning Phuket as a model MICE economic district. This project is designed to stimulate regional economic growth and enhance the value of MICE destinations under the 3S strategy—Spend More, Stay Longer, See You Again—to encourage higher spending, longer stays, and return visits from MICE travelers.

Patthanachai Singhawara, Director of the Southern Region at TCEB, stated, “The MICE industry is evolving rapidly, with shifting demands in products, services, and venues. Business travelers now seek more integrated and tailored experiences. The Southern MICE District project extends the strategic development from the City DNA initiative in Southern Thailand, focusing on infrastructure and services that meet the needs of the global MICE market. Phuket, as the MICE hub of the South, has immense potential to attract business travelers. Through this initiative, we aim to enhance Phuket as a prototype for regional MICE development, offering more choices for MICE travelers while boosting the local economy.”

The Southern MICE District: Phuket Series introduces four creative MICE zones—the Old Town, the North Wind, the Lagoon, and the South Shore—each showcasing Phuket’s charm through its history, culture, local lifestyle, cuisine, accommodations, and natural attractions. TCEB also plans to expand the project to other key provinces in Southern Thailand, including Songkhla and Surat Thani, to further economic opportunities and elevate Thailand’s MICE industry to international standards.

This initiative is designed to enhance spending and meet the expectations of MICE travelers through diverse experiences, including premium accommodations, distinctive local dining, curated business and leisure activity packages, and well-developed infrastructure to facilitate events. The establishment of these MICE districts also caters to the needs of business travelers seeking unique venues with comprehensive services and exclusive benefits, ultimately maximizing business and tourism investments.

As a key driver of Thailand’s economy, the MICE industry (Meetings, Incentives, Conventions, and Exhibitions) generates substantial revenue for local communities and businesses while strengthening Thailand’s position as a global hub for conventions and trade exhibitions. TCEB has previously implemented the MICE City initiative in major destinations, including Bangkok, Pattaya, Chiang Mai, Phitsanulok, Khon Kaen, Udon Thani, Nakhon Ratchasima, Surat Thani, Phuket, and Songkhla, effectively distributing income to regional areas and increasing the global competitiveness of Thai businesses in the MICE sector.

Additionally, Sarita Jintakanon, MICE expert at TCEB, announced a collaboration with Visa, a global leader in digital payments, to introduce the Thailand MICE Visa Prepaid Card. This card is tailored for both international and domestic business travelers, as well as SME operators, offering exclusive benefits for dining, shopping, hotels, flights, limousine services, spas, airport luggage services, transportation, and event venue privileges. The 2025 marketing strategy for the card will focus on expanding its membership base, particularly in Phuket, the MICE hub of the South, to drive regional spending. TCEB aims to reach 30,000 cardholders by 2025, with an expected 5% increase in spending per MICE traveler per trip.

“The Southern MICE District: Phuket Series will position Phuket as a leading model for regional MICE development, not only adding economic value to Thailand but also setting new global standards for the MICE industry. By 2025, this initiative is expected to help drive the Thai MICE industry toward its goal of attracting 34 million MICE travelers, generating an estimated THB 200 billion in revenue,” Patthanachai concluded.